In recent years, many companies have begun to realize that it is becoming more and more difficult to run a business. Even if you invest a lot of money in marketing, you can’t achieve good sales conversions.

The epidemic that broke out in 2020 and has continued to this day has cast a heavy shadow on companies. People’s willingness to consume is low, supply chains are tight, and raw material prices have risen. Companies have laid off employees and reduced wages.

The above-mentioned effects are indistinguishable for enterprises of different scales. Small and medium-sized enterprises will face the risk of bankruptcy. In this situation, small and medium-sized enterprises need to make improvements in multiple directions. From the perspective of marketing, the way to break the situation for small and medium-sized enterprises is integrated marketing.

Integrated marketing is the integration of channels and content. In terms of channels, the current mainstream are major search engines, Baidu Know/Zhihu and other Q&A platforms, Xiaohongshu, Toutiao, and related forums, post bars, etc. When choosing It needs to be selected according to the industry and user group in which it is located, which requires understanding the tonality of each platform. For example, the head Q&A platform such as Baidu Know/Zhihu mainly focuses on knowledge and dry goods. Platform users generally have higher education and better income. For them, plain content is not popular. Such platforms are more suitable for companies whose products have high added value, or the industry itself has a high threshold, which is easy to form in-depth discussions, which is the basis for strong communication. In the same way, highly vertical forums, post bars, etc. are also suitable for similar brands.

Another example is Xiaohongshu, which has a different tonality from Baidu Zhihu and Zhihu. Its platform tonality is Amway Planting Grass and Practical Sharing. Although the content of Xiaohongshu is also professional like Zhihu, it is relatively “lighter”. It is not as serious as the discussion on Zhihu, and there are mostly female users. Therefore, if the corporate brand is dominated by female users, it is more suitable for this platform; on the other hand, Xiaohongshu has the attributes of e-commerce, sales conversion is more direct, and has unique value.

In terms of content, the basic requirement is to be able to take into account the quality of the content and the reach of marketing information. At this point, it is necessary to point out the misunderstanding that is easy for an enterprise to generate, that is, as long as the content has a high reading volume, a large amount of dissemination, and a high degree of recognition , is successful content marketing, in fact, this is a misunderstanding. It is true that high reading volume, high communication volume and high recognition are the foundation of content marketing, but what is more important is to let consumers accept the marketing information in it. In short, even if the reading volume is slightly low, users highly recognize the brands in it Information, in fact, is also a successful content marketing. In addition to the above basic requirements, technically, the content needs to be changed in style according to the platform where it is located. For example, in Zhihu, it is necessary to output dry goods as much as possible, and then interspersed with marketing information. Xiaohongshu needs to be more feminine. .

Selecting appropriate keywords can not only get better indexed by search engines, but also create a better image on various vertical platforms.